Nitro beats McCann to Unilever frozen yoghurt European launch


Unilever has appointed Nitro to handle the pan-European launch of its Frusi range of frozen yoghurts. The agency won after a two-way pitch against McCann Erickson.

The new brand, which is being launched across Europe now, is expected to be unveiled in the UK later this year.

Frusi is a combination of frozen yoghurt, real fruit pieces and wholegrain cereal, and it will be positioned as a healthy snack.

It is low in fat and calories and high in vitamin C. It has three variants, pineapple and raspberry, mango and raspberry and fruits of the forest, and will be marketed as a healthy alternative to ice cream.

It is the latest in a number of product launches under Unilever’s “vitality” initiative, which aims to create products connected to health and wellness.

Since he took over two years ago, Unilever chief executive Patrick Cescau has invested in research and advertising for new products that cater to consumers’ health, such as the Knorr Vie fruit and vegetable health drinks and the forthcoming Knorr Colours range of fresh soups (MW August 9).

The appointment comes as Unilever prepares to call a pitch for the global account for Walls ice cream, which is known as the Heartbrand outside of the UK. McCann, which is the incumbent agency on the business, will pitch against DDB Worldwide and Lowe Worldwide for the £150m account. Nitro handles the Heartbrand lines in Asia, it is unclear whether this part of the business will be included in the pitch.

Nitro was founded by Chris Clarke in 2002 when he opened the agency in Shanghai, working in Asia for brands including Unilever-owned Dove, and M&M’s and Snickers – both owned by Mars. The agency has since expanded into the US and Europe, taking over the London-based agency Soul in 2005.

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